I kinda feel bad for jaguar… when the f type first came out I felt like jaguar was at the top of their game. Their line up was so modern and offered competitive luxury for less money than their competitors. Kinda like genesis does today. But they just never updated their cars enough and I think they were too little too late with an suv… idk what happened?
I agree and think that's the challenge for "smaller" brands. Jaguar had renewed all of their vehicles in a short timespan, but then had to live with them and a rapidly changing tech landscape. But even for the age of the F-Type, it's still a wonderful driving luxury performance car. Thanks for sharing and for watching!
The whole Ford thing though never completely true about the engines. Stained them for a decade. The better question is how Land Rover Range survived. Still to this day our Police cars look more at home in the UK as Range Rovers than an American SUV. (I Love those Police Expolorers! ❤)
Tata sunk a ton of money into Jaguar starting in 2009, with the well publicized goal of competing with BMW and Audi. Sales were over 30k in 2016 (mostly due to the F-Pace) but shrunk down to less than 9k in the US last year. The E-Pace, for example, competes with the X3, but only sold 900 units in the US (not a typo) during 2023. BMW sold 38k X3s last year. Since Land Rover Sales are actually growing over the past few years, it makes sense that Jaguar is pivoting to EVs since it doesn't make sense for them to sink a bunch more money into upgrading models that nobody is buying.
The F type is going and so too might the manufacturer. Where Jaguar is headed is a big question... along with who will service these vehicles if Jaguar go under.
They havent been able to shake their reputation for being unreliable and hard to work on, and people aren't really buying sedans and coupes anymore. However, Land Rover sales have actually been increasing for the past several years. The E-Pace sold less than 900 units in the US last year - that's not a typo. So there's no reason for JLR to sink more money into the existing models, so they are using the brand name for EVs going forward.
They earned that reputation. Interestingly, I have an F-Type R with 72K miles, and I haven't had any major issues with it, as well as a 2006 Land Rover LR3 that, through 13 years of me owning it and 160k miles, has hands down been the most reliable vehicle I've ever owned. Jaguar sold less than 9,000 vehicles in the US last year (down from a peak of over 30k in 2016), and awareness of the brand is basically nonexistent. However, Land Rover sales are through the roof and growing year over year. Nobody is buying sedans and sports/gt cars these days, which are Jaguar's bread and butter.
